Beruflich Dokumente
Kultur Dokumente
com/abstract=1822246
Drivers of Word-of-Mouth 1
What Do People Talk About?
Drivers of Immediate and Ongoing Word-of-Mouth
Jonah Berger
Eric Schwartz*
Forthcoming, Journal of Marketing Research
) ,
where the parameter o
o
reflects the degree of unobserved heterogeneity across
individuals, and o
= 0.27 for Whether and 0.24 for When). These hierarchical models are not
estimated using fully Bayesian inference, rather by quasi-likelihood estimation technique involving a
Laplace approximation.
Drivers of Word-of-Mouth 47
Email Message Manipulation (Field Experiment)
Subject Line: Thinking About [a Place to Eat / Dinner]? Think About Boston Market!
Headline: Enjoy the Summertime BBQ Menu [for dinner] at Boston Market
Greetings BzzAgent <username>,
Your BzzKit is on its way
Weve packed up your BzzKit and shipped it out if you havent received it yet, expect it soon.
In the meantime, stop by bostonmarket.com to check out all the tasty, affordable and wholesome
menu options, whet your appetite and [see what you could be enjoying right now! / decide what
your family or friends want for dinner tonight!]
Celebrate summer with Boston Market
One of our favorite Boston Market menus is the limited-time-only Summertime BBQ menu. Use
your Be My Guest card to try it with your family or friends [tonight for dinner]. Its good for
meals up to $8.99, including the BBQ Chicken Meal, which comes with two savory, summery
sides like baked beans and potato salad. But pick up your summer-inspired [meal/ dinner] soon
the Summertime BBQ menu is only available through August 31!
Submit your BzzReports
After such an amazing [meal / dinner], youll probably need a little time to just sit back and savor
it for a bit. Thats the perfect time to submit a BzzReport to let us know what your family and
friends thought about Boston Market and to fill us in on any other Bzz youve created
Drivers of Word-of-Mouth 48
Promotional Giveaways and Product Price
Proportion of Campaigns with Each Giveaway by Price Tier
Price Tier
Num.
Campaigns Product Sample Extras
Coupon/
Rebate
Potential
Product
$0 35 29% 3% 63% 46% 40%
$0.01 to $3.99 52 58% 21% 48% 75% 71%
$4.00 to $9.99 82 62% 22% 39% 77% 79%
$10.00 to $19.99 86 67% 8% 45% 22% 86%
More than $20 80 53% 21% 51% 51% 60%
Overall 335 57% 16% 47% 53% 71%
Note: Price Tiers are approximately the quartiles of price, with free products separated
out from the rest of the bottom quartile.